This webpage provides the key elements and the general framework for the Business Marketing Workshop. The programme, however, is custom designed; the duration varies from 1 to 2 days, and the schedule and venue vary in accordance with preferences.
Intended mainly for corporate customers, the minimum class size is 10 participants.
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This workshop is designed to enhance participants’ functional ability to manage customers, segment markets and develop strategic market plans.
The underlying theme will be customer centricity. Focus areas will include understanding customers in relation to their purchasing orientation, and in terms of what they value. Participants will learn how to develop strategic marketing plans that enhance customer value. They will be trained to develop strategies that exploit their business’s resources to achieve success in the marketplace.
The desired outcome will be to strengthen customer relationships and improve business performance by channelling the right products to targeted market segments, and by delivering greater value to the customers in each of these segments.
With this goal in mind, this workshop will help you:
This workshop is tailored to the needs of professionals in business markets. It is of primary relevance to executives in marketing and general management. It is also useful for executives in procurement, finance, production, R&D and HR.
The workshop provides these associates with a clear understanding of how to create greater value for their customers.
The workshop will be conducted in an application-oriented fashion through lectures, class discussions and case study, with the objective of developing critical analysis and problem-solving abilities, with respect to understanding customers, sizing markets and developing market strategies in business markets.
Participants will review the theoretical background; relate the theory to current practises in their company, specifically in the units that they are working in.
The workshop is broken down into sessions on “understanding the customer” and “strategic marketing”. The application of the concepts in each of these sessions is demonstrated by means of case studies.
The purpose of this session is to improve participants understanding of customers, specifically in terms of what they value, and in relation to their purchasing orientation. The module will also impart an understanding of customer segmentation and product differentiation.
Key topics include:
This module aims to impart an understanding of the process of developing strategic marketing plans that enhance customer value. Participants will learn to develop strategies that exploit their business’s resources to achieve success in the marketplace.
Key topics include: